Brio Retirement Living

Project Name:
Brand Launch and Customer Acquisition Strategy

The challenge:
We were asked to launch an inspiring new development for Brio Retirement Living and use it as a springboard to create real anticipation and ultimately sales for a new community for the over-55s with 94 apartments and cottages, built around a bustling village centre in Chapelton, south of Aberdeen.

With a semi-rural, risk-averse audience, and a proposition that involves a major life decision, it required smart thinking and emotional engagement to establish trust and launch a new brand name in a new town.

What we did:
We responded to this exciting challenge by identifying and building a database of prospects. We then developed a brand look and feel, along with tactical messaging to raise Brio’s profile that played out through targeted direct mail, press and radio campaigns, brochures and display materials, PR, social media and online advertising.

We also invited prospects to experience Brio Retirement Living for themselves with an imaginative new marketing suite in line with the brand, and delivering a launch event and information days.

The results:
We created awareness and interest in the brand, generating over 75 interested prospects to the launch event. Feedback on marketing materials from prospective customers and the client was excellent, with positive follow-up feedback.

The information day itself led to the generation of around 100 leads – and of course, we also had one very happy client. We have since continued to build momentum and focus our strategy on new developments.